Advertising technology platform, Nexxen, has released a predictions report on how Singaporean audiences are expected to watch the 2026 FIFA World Cup, drawing on proprietary data, historical viewing patterns, and a consumer survey of more than 1,000 Singaporean adults who intend to watch the tournament.
The report, which follows similar releases in the U.S. and the U.K., is intended to help advertisers plan across platforms ahead of the tournament.
Among the findings: 87% of respondents say they will continue watching even if their team is eliminated; viewing on over-the-top and connected TV is up 27% since 2022; and viewership spans multiple dayparts, with mobile and laptop usage dominant during work hours at 53%, and TV leading in the evenings at 84%, while weekends are at 85%.
According to the report, audience engagement is shifting, with streaming commanding more attention than in years past.
“The past three tournaments have delivered consistent viewership in Singapore. 2026 will mobilize an already established audience, making early planning and sustained presence more critical than awareness building,” said Josif Zanich, Managing Director, JAPAC, Nexxen.
Zanich says that more fandom will also mean more fragmentation.
“While mass audiences are proven, scale in 2026 will come from layered presence across TV, streaming and mobile platforms,” said Zanich, adding that “Adult Gen Z will drive deeper, multi-platform engagement, extending the tournament tail and increasing report exposure opportunities.”
Nexxen’s full 2026 FIFA World Cup Singapore Outlook report is available here.
Feature image by Soumith Soman.
